A new study by Snipp Interactive identified the most popular US food brands based on Instagram hashtags. Oreo is, by far, the most popular brand, with 9.7 million Instagram hashtags. Ranked second, KitKat amassed over 3.7 million hashtags.
The findings compiled by Snipp Interactive, used YouGov data to discover the US’s top food and snack brands. They then analyzed each brand’s number of Instagram hashtags to determine which brands have the most loyal and engaged customers.
Oreo is crowned the most popular food brand on Instagram, with 9,776,758 hashtags – six million more than any other food brand in the research. Oreo’s own social media following is 3.6 million on Instagram. The brand enjoys popularity from plenty of user-generated content, with people tagging their creations. The ranking highlights Oreo as the most aesthetically pleasing and Instagrammable snack brand, Snipp Interactive says.
Research shows that 71.26 million Americans consumed Nabisco Oreo (Regular) in 2020, making it one of the most popular cookies in the US.
Ranking as the second most popular food brand is Kit Kat, with 3,783,190 Instagram hashtags. The globally recognized brand, known for its combination of wafers covered in milk chocolate, is another Instagram favorite. Users are tagging Kit Kat in content including Kit Kat cakes, milkshakes, and ice cream creations, similar to their competitor Oreo.
Commenting on the findings, Atul Sabharwal, Founder and CEO of Snipp Interactive, says: “Oreo’s dominance is extremely impressive, with over 9.7 million hashtags, demonstrating its overwhelming popularity among consumers, as evidenced by its whopping six million more hashtags than any other food or snack brand in the ranking. It’s evident from the research that the US market favors tasty snack brands when sharing online, with candy and chip brands claiming the top ten positions.”
Data sources for the report: YouGov.com, Instagram.com, Statista and Today.com.
Methodology:
The top 20 brands were collected from YouGov’s ‘The Most Popular Food and Snack Brands’ (Q4 2023). Any duplicate brands were removed; for example, Reese’s and Reese’s pieces have been listed as just Reese’s.
Then, each brand name was searched on Instagram via the tags function, revealing the number of hashtags attributed to each brand.
Top US Food and Snack Brands:
Rank | Brand | Number of Instagram Hashtags |
1 | Oreo | 9,776,758 |
2 | Kit Kat | 3,783,190 |
3 | Snickers | 1,756,558 |
4 | Doritos | 1,066,146 |
5 | Hershey’s | 1,060,904 |
6 | Ben & Jerry’s | 1,020,212 |
7 | Reese’s | 969,059 |
8 | Pringles | 904,509 |
9 | Lay’s | 795,842 |
10 | Cheetos | 784,364 |
11 | Twix | 682,486 |
12 | Heinz | 445,560 |
13 | Cheerios | 347,572 |
14 | M&M’s | 346,616 |
15 | Fritos | 307,297 |
16 | Betty Crocker | 268,033 |
17 | Chips Ahoy! | 186,037 |
18 | Pillsbury | 142,944 |
19 | Tostitos | 132,982 |
20 | Kelloggs | 115,285 |
Photos: Pexels
